How External Environment and Altruistic Traits Drive Eco-Centric Entrepreneurial Intention Among Youth in the Post-COVID-19 Era?

Green entrepreneurship is a recent business phenomenon that is related to ecological issues. In the time of COVID-19, every business entity is looking for a unique way to be more resilient and noticeable. In this regard, green entrepreneurs hold the potential to manage scarce resources, fulfill social responsibility, and put forward the solution to environmental degradation in the new normal of the post-COVID-19 era. The current venture investigated the opportunity recognition and readiness behavior to execute green entrepreneurship intentions during the post-COVID-19 situation (specifically by underlining the role of market orientation). The present model examined the institutional theory. It put forward the opportunity recognition behavior in the post-COVID-19 era, which can improve youth readiness to opt for green entrepreneurship. The study collected data from 196 university graduate students online sources by using purposive sampling. The study found that the proposed hypothesis has been proved significant while defining green entrepreneurial intentions. Particularly, the study showed that warm glow was the strongest factor to predict green entrepreneur intention. Moreover, this study can contribute to employing the institutional theory as a novel aspect in the academic sphere.